On a sticky July evening, the multimillion-selling vocal group One Direction (AKA 1D) made a stop at the Izod Center in East Rutherford, NJ, on its international "Take Me Home" tour.
The capacity crowd of 19,000+ fans, composed primarily of frenzied 9-16-year-old Jersey girls, welcomed the young UK stars with screams and open arms.
(Full disclosure: my 11-year-old daughter is a rabid "Directioner," and I accompanied her to 1D's Izod Center show.)
For those unfamiliar with the worldwide pop cultural impact of 1D, here's a quick summary:
- The group's five members were originally contestants on the British version of "The X Factor" in 2010. They were signed to Simon Cowell's Syco Records (marketed and distributed worldwide by Columbia Records).
- Their first album, "Up All Night," was released in 2012, and their second album, "Take Me Home," came out in 2013. The group has sold 19 million singles and 10 million albums around the world.
- Tickets for their tours have sold out within minutes.
The passionate emotional enthusiasm (and sizable financial expenditures) that 1D inspires among its massive global fan base is not a fluke: It's the result of a meticulously nurtured loyalty-building strategy that was on full display at the Izod Center.
Companies that wish to develop positive connections with their own customers would be wise to learn from 1D's examples, which were carefully planned by their managers and flawlessly choreographed by the producers of their "Take Me Home" tour.
1. Deliver outstanding quality
I expected 1D to put on an adequate show that pleased its young fans. But what I saw at the Izod Center was a powerful spectacle that truly wowed the Directioners.
Rafe Gomez is a principal at VC Inc. Marketing, a provider of multimedia Sales Inquiry Optimized (SIO) content to companies around the world. His work has been featured in a variety of media outlets, including MSNBC, Fox News Channel, Forbes, Yahoo Small Business Advisor, American Express OPEN Forum, Adweek, Entrepreneur Magazine, and Direct Marketing News.